Cookie Cutters: How The Future Is Still Cookieless Despite Google’s Recent Reversal

Google’s decision to ultimately keep cookies has only added fuel to the conversational fires about data and the alternatives to those third-party trackers.

EMARKETER’s latest analysis, based primarily on its July survey that only 17% of U.S. consumers accept third-party cookies when given the choice, posits that most internet browsers could become cookieless anyway in the future.

(Source: EMARKETER)

If it comes to pass that only that one in every 5 users accept cookies under Google’s new model, and Microsoft Edge fully deprecates cookies at year’s end, “only about a tenth of U.S. browsers will be trackable via third-party cookies,” according to EMARKETER’s report.

Estimates like this are why analyst Evelyn Mitchell-Wolf said cookies are “going to be the exception rather than the rule,” meaning that all those cookieless, first-party-prioritizing preparations we’ve already undertaken and continue to pursue “will not be wasted.”